Policy Requirements

The primary goal of the policy review is to ensure that your implementation provides a high-quality user experience. All end user tasks in your implementation should be easy to perform and well documented.

The policy review covers the following categories:


  • Your web site and network must adhere to the Google AdSense Program Policies.

    Any network, web site, or page that uses the AdSense Host API must adhere to the standard AdSense program policies. Your use of the AdSense Host API should not facilitate your users in bending or breaking these policies.

  • Your web site and network must adhere to the Google Webmaster Guidelines.

    Any network, web site, or page that uses the AdSense Host API must adhere to these guidelines. Please pay special attention to the Technical and Quality guidelines.

  • Your web site and network must adhere to the Google AdSense Host API Partner Guidelines.

    Any network, web site, or page that uses the AdSense Host API must adhere to these guidelines.

  • You may show ads on your site from other ad networks in accordance with the AdSense Terms and Conditions.

    If a specific ad block is used for Google ad revenue sharing, it should not be used to show non-Google ads. For the AdSense Host API, rotating Google ads and non-Google ads in the same ad block is prohibited. If you choose to show ads from other ad networks on your users' pages, you should create a diagram which clearly indicates to the user which ad blocks are yours. You must also disclose to the user that the other ads are not provided by Google and that users will not receive any share of the revenue generated by those non-Google ads.

User Experience

  • The entire AdSense process, from account creation to showing ads on their pages, should be clear to users.

    While this may seem self-explanatory, this is the most important part of your implementation. A user unfamiliar with online advertising should be able to find and complete the Google AdSense application process without seeking help from your site or Google. Users should be able to include ads on their pages without directly modifying the page source.

    Tip: Have someone unfamiliar with your implementation test out all parts of your user interface to make sure the processes are clear and easy to follow.

  • Answer any questions about the AdSense functionality that you're providing on your pages.

    You should field any questions about creating accounts, implementing ads, and anything that occurs on your web site through help pages and/or FAQs. We will support users with any questions they may have regarding their AdSense accounts, ad serving, or payments; please refer users to our Help Center at https://www.google.com/adsense/support/ for this support. Our Help Center will answer their questions and allow them to send us an email if they need further assistance. You should never directly give out any Google support email addresses.

  • Any information you give users about the Google AdSense program should be accurate and similar to the information that we provide to publishers on our web site.

    Please ensure that any information you provide about the AdSense program, advertisements, and payments is accurate and consistent with our online documentation. When possible, we encourage you link directly to the relevant information in our help center and include a short version in your user interface or FAQs.

Information Disclosure

  • Prior to AdSense account creation or association, you must clarify to users that they will be participating in the Google AdSense program in addition to the programs on your web site.

    You should also include a short description of Google AdSense and how it interacts with your web site. Users should be completely aware that they are signing up for an account with Google.

  • You should notify users if they have steps left to complete before earning revenue.

    Many of your users will forget to check their email, or for various reasons will not finish all the steps required to show live ads. To help them start earning revenue, you should display a message to those users who have steps left to complete. Users should see this message even if it has been some time since they first tried to sign up.

  • You should not co-mingle, or associate, any input collected for an account owner with the content of third parties.

    All data should be displayed in the client so that it is visually separate from any non-Google content.

  • You should make clear the extent of any time delay applicable to the information displayed.


  • You should refer to accounts as "Google AdSense accounts" instead of just "AdSense accounts."

    This wording better communicates to users that they are signing up for a Google program in addition to the services on your web site.

  • If you use the Google AdSense logo, you must follow the guidelines set forth in the AdSense Host API Terms and Conditions.

    These guidelines are strictly evaluated during the policy review and are required for an approval.

  • It must be clear to users which information entered on your pages will be sent to Google.

    This information should be separated from any other information that users are entering on that page and you should clearly indicate that it will be sent to Google.

  • If you display any information received from the API to your users, such as performance metrics, you must clearly label the information as being provided by Google.

    This information should also be separated from any other page content so that it is clear to users which information is provided by your web site and which information is provided by Google.


  • Ad units and placements should be optimized to allow your users to earn substantial revenue.

    For content ads, you should use TextAndImage to maximize earning potential. The AdSense Help Center has more useful tips on choosing ad formats, deciding where to place Google ads, and utilizing multiple ad units. If your users are selecting their own ad formats and placements, you should provide them with guidance so that they choose optimal ad settings.

  • Ad units should be be integrated into the look and feel of your site.

    Ads should fit into the layout and color scheme of your different templates. Ads should never cover any content.